Games2U offers another birthday party option

When John Genest started his business last month, he banked on something he expected to hold true even in tough economic times: Kids’ birthday parties never get cut out of the family budget.

“When it comes to kids, basically, parents don’t skimp on it,” says Genest, the owner of the Capital Region’s Games2U franchise. He’ll roll up to a children’s party, day camp or family reunion with a minibus known as a “game theater” that houses five 50-inch, high-definition television screens and Wii and X-Box 360 game systems. “Your child only turns 8, 9, 10, 11 one time.”

Genest, a father of three from East Greenbush and former food industry franchisee, was searching for a more kid-oriented business earlier this year that still had the security of being an already established business. Games2U, a Texas-based corporation has sold 65 franchises, with 30 gaming theater units operational across the country after less than one year.

Genest paid $160,000 for franchise rights, the bus and the equipment. Most franchisees invest from $90,000 to $225,000 in the enterprise, according to the company.

Games2U expects to sell 100 to 200 more franchises by the end of the year, banking on the strength of the video gaming sector. According to market research company Media Control Gfk International, 50 percent of all Americans play video games, and the $32 billion industry is expected to keep growing in the next decade.
After just a month in business, Genest has already booked kids’ parties, day camps, church events and even a fraternity event.

Because the bus tends to draw attention and serves as an advertisement itself, Genest says he’s trying to get to as many community events as he can, with his two oldest children helping out. He’ll have the Games2U unit at the Albany Firebirds pre-game block party Saturday.

But as a parent, he knows that the business should be in high demand at birthday parties, making roller skating and bowling suddenly look old-school.

Having thrown birthday parties for his own kids — 11-year-old Jordan, 9-year-old John III and 5-year-old Jadyn — Genest and his wife, Jenessa, also know how expensive kids’ birthdays can be, he says.

And there’s always the issue of how many children to invite. Most parents keep the guest list fairly limited to keep costs down, but that ultimately means a child has to leave out some of their classmates.

With Games2U, party hosts pay by the hour, not per guest. So for $199 an hour for either video games or outdoor laser tag, Genest says he can easily accommodate an entire class (20 can play video games simultaneously).

It’s $50 to add laser tag to the video game option or vice versa. For another $50, guests can also play in either a child- or adult-sized “human hamster ball,” a large inflatable ball that allows the “rider” to climb inside and run around.

The gaming theater includes two screens under a pull-out canopy on the outside of the bus and three screens with seating on the inside. Players can chose from 35 to 40 games, from various versions of Guitar Hero to Wii Sports. Outside, a fog machine and light show adds to the party atmosphere.

“From the time I get them to the end of the party, the kids are under my control,” he says. “The parents can sit back.”

Or they can pick up a controller and play along.

Jennifer Gish can be reached at 454-5089 or by e-mail at jgish@timesunion.com.